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Stand out from the rest

Become a Which? Trusted trader

When customers see the Which? Trusted Traders' logo, they know they’re buying from a business that they can count on. Get the recognition you deserve from the UK’s largest independent consumer body.

Read more and apply

Photo: Earl & Callam Builder
Which? Trusted Trader since Dec 2015

Van with which

Give your customers confidence

Which? Trusted Traders is an endorsement scheme that recognises trustworthy traders.

Which? has been helping consumers for over 60 years, and assesses and endorses traders who meet our high standards. Like the Best Buy logo, an endorsement from Which? Trusted Traders gives your customers confidence.

We operate all over the UK, and we endorse traders in the consumer home improvement, private motor servicing and repairs industries. Every business that applies is assessed by an experienced trading standards professional who makes sure they meet our high standards.

Which? Trusted Traders is completely free for all consumers, not just Which? members.

Find out why consumers value an endorsement from Which?

Which? exists to make consumers as powerful as the organisations they deal with.

We have 1.5 million members and supporters, making us the largest independent consumer body in the UK.

The Which? logo is regarded by consumers everywhere as a sign of reputation and trust. If your product or service has been awarded a Which? Best Buy or Recommended Provider, you know it's a mark of excellence that will help you stand out from the crowd.

Which? Trusted Traders was set up to ensure that the recommended trader market was delivering better value for consumers and traders.

Find out more about Which?
About

The Which? brand is instantly recognisable and trusted by consumers.

Julie Beechey, Van Girls, London

Photo: Van Girls Ltd.
Which? Trusted Trader since Dec 2015

All of our Which? Trusted traders get:

  • Our endorsement icon

    Our endorsement icon

    Show off your status by displaying the Which? Trusted trader endorsement icon on your website, vans, clothing, invoices, and more.

  • Your profile on our site

    Your profile on our site

    Create a photo gallery to showcase your best work and ask your customers to leave a review.

    See other traders in your area
  • A dedicated account manager

    A dedicated account manager

    A friendly voice on the phone to answer your questions and help you make the most of being a Which? Trusted trader.

  • Help resolving complaints

    Help resolving complaints

    If you’ve got a dispute with a customer that you can’t resolve, you have access to an independent Alternative Dispute Resolution (ADR) service.

  • Essential industry news

    Essential industry news

    Stay on the front foot with regular updates on industry news and changes in regulation that may affect your business.

  • A marketing boost

    A marketing boost

    We advertise Which? and Which? Trusted Traders online and on TV, so you can reach more customers.

Subscription

Plus you’ll get a subscription to Which?

What’s in a Which? subscription?

Full access to which.co.uk, including thousands of in-depth product reviews (like our Best Buy boiler report) and information about our latest campaigns to help consumers. Plus the Which? magazine delivered to your business every month.

How do I join?

  • Apply online

    • Answer six simple questions to make sure you’re eligible to apply.
    • Fill in the online application.
    • Pay a one-off non-refundable fee from £90 (incl. VAT) towards the cost of your assessment.

    For franchises or business with more than 19 employees a higher membership fee applies. Read more about our pricing information

  • Starting the assessment

    Within two business days of receiving your application, we’ll:

    • Get a credit report to check your business’ financial health, check your trading history and run a few background checks.
    • Call you to talk through your application and ask for any documents we need to see.
    • If you pass these checks, we’ll book your assessor visit.

    If you are operating in Hertfordshire, one of our local authority partners, you will also need a local Trading Standards intelligence check, plus a DBS check.

  • The assessor visit

    Within 14 business days of your application:

    • One of our trading standards assessors will visit your premises for a face to face assessment*.
    • A minimum of 10 customer references are selected at random.

    *If you are a member of NICEIC/ELECSA the assessment will take place over the phone, based on receipt of a satisfactory report from the respective governing body.

  • After your assessor visit

    • We’ll email you any actions you must complete and check your customer references; once you’ve met our criteria and our head assessor has signed off your assessment you can join the scheme.
    • We’ll send you our terms and conditions and code of conduct for you to agree to.
    • We’ll set up your monthly membership fee – this starts from £58 a month (incl. VAT).

    For franchises or business with more than 19 employees a higher membership fee applies. Read more about our pricing information.

  • Getting started

    • Your account manager will call you to help you get started.
    • Update your profile on our website and start receiving reviews from your customers.
    • Complete your post endorsement actions within three months.

Apply now

Stand out from the rest. Become a Which? Trusted trader.
When customers see the Which? Trusted Traders logo, they know they’re choosing a business that they can count on.

Apply now to get the recognition that you deserve.

or call us on 020 3797 1548

Monday to Friday: 9am to 5pm. Standard call rates apply.

The cost of applying depends on the size of your business. We charge just £90 (including VAT) if you’ve got fewer than 19 employees. This goes towards the cost of your assessment – we cover the rest. It’s non-refundable, so if you don’t pass or you decide not to join, we can’t give you the money back.

If you’re invited to become a Which? Trusted trader, membership starts from just £58 (incl. VAT) each month, depending on the size of your business.

Find out more about our membership fees

It's benefited our business in a lot of ways. It gives our customers peace of mind and it has also given us the confidence that what we are doing is right.

Colin Morgan, Homeglaze Home Improvements, Essex

Photo: Homeglaze Home Improvements
Which? Trusted traders since Apr 2015